Abstract. In recent years, in the advertising market in Japan, the Internetcommercials have expanded to the second media following the televisioncommercials. The consumers came to refer to more information when they takethe purchasing action. It is said that the Internet commercials have the syner-gistic effect by combining with the mass media such as the television com-mercials. The authors analyze the effect of the advertisement and the promotionincluding the synergistic effect between the Internet commercials and the massmedia such as the television commercials by using the single source data. Forexample, the percentage that the consumers who watched the television com-mercials are led to the Internet commercials is analyzed. As a result of theanalysis, it becomes possible to clarify the effect that the contact to the adver-tisement gives to the purchasing process. And it will become a key of planningthe marketing strategy in the companies.
Keywords: Synergistic effect � Advertisement � Promotion � Single sourcedata � Purchasing process � Marketing strategy
1 Introduction
The authors analyze the effect of the advertisement and the promotion including thesynergistic effect between the Internet commercials and the mass media such as thetelevision commercials to clarify the effect that the contact to the advertisement gives tothe purchasing process.
1.1 The Advertisement and the Companies
The advertisement is a part of the marketing activities in the companies.
The commercial message is the short advertisement that is shown in the middle ofthe television program and the radio program. The companies show the commercialmessage to appeal the product to the consumers.
However, if the companies show the commercial message, it is not always possibleappeal the product to the consumers. It is necessary for the companies to plan themarketing strategy by analyzing the effect of the advertisement and the promotion. Forexample, it is necessary for the companies to consider in the target customers or whatkind of time zone the companies should show the commercial message.
1.2 The Situation in the Advertising Market in Japan in Recent Years
In recent years, in the advertising market in Japan, the Internet commercials thatcontinue growing up have expanded to the second media following the televisioncommercials. The decrease of the four mass media (the television commercials, thenewspaper commercials, the magazine commercials, and the radio commercials) hascontinued.
The following figure shows the composition ratio of the sales of the advertisingcompany in Japan. According to the composition ratio of the sales of the advertisingcompany in Japan, the television time commercials occupy 20.1 %, and the televisionspot commercials occupy 26.1 % in the period on March 2014 [1] (Fig. 1).
If the television time commercials and the television spot commercials are totaled,only on the television commercials occupy 46.2 %. It is understood that the televisioncommercials occupy about the half of the sales of the advertising company in Japan.
Fig. 1. The composition ratio of the sales of the advertising company in Japan [1]
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In other words, the center of the advertising market in Japan is still the televisioncommercials.
In recent years, the Internet has spread by the innovation of the informationtechnology. The companies came to do the advertising activities by using the websitesof the Internet commercials for the marketing. The consumers came to be able to obtaingreat information from the Internet commercials.
In addition, CGM (Consumer Generated Media) in the Internet commercials has beenattracted attention in recent years. CGM is the media that the consumers generate thecontents by using the Internet [2]. The marketing activities using CGM have the advantagethat can be done with little cost. The companies have especially taken the advertisementthat uses SNSs (Social Networking Services) in CGM. SNSs are the websites of thecommunity type that promote and support the connection of the person and the person [3].The consumers came to be able to exchange the information with each other.
In this way, the consumers came to refer to more information when they take thepurchasing action [4]. However, as the present condition, the companies can’t use theInternet commercials well. In the future, it will become a point how the companies tellthe effect of commercial message by using the Internet commercials in addition to themass media such as the television commercials.
1.3 The Synergistic Effect in the Advertisement
By the spread of the Internet, the companies will need the method not to depend ononly the mass advertisement such as the television commercials.
In the business of the advertisement, the technique of the cross media using two ormore media centering on the Internet commercials has been attracting attention in recentyears. The cross media is defined as aiming at the interaction by using two or moremedia. The means of combining two or more media are also used the media mix. Themedia mix means the combination of the media to maximize the reach to the consumers.The cross media is often used in the meaning of increasing the synergistic effect ofpromoting the purchasing action of the consumers by combining two or more media [5].
In the media mix that has been planned since before, the marketing strategy isplanned based on the index of the audience rating of the television commercials or thenumber of subscriptions of the magazine commercials because the purposes of themedia mix is the reach to the consumers. On the other hand, in the cross media that hasbeen attracted attention in recent years, it is important to clarify the effect that thesynergistic effect made between the media and the media gives to the purchasingprocess of the consumers.
Therefore, the authors decided to analyze the synergistic effect in the advertisementto clarify the effect that the cross media gives to the purchasing process of theconsumers.
2 The Single Source Data
The authors analyze the synergistic effect in the advertisement by using the singlesource data offered from Nomura Research Institute, Ltd [6].
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2.1 The Advantage of Analyzing by Using the Single Source Data
The single source data is the data that collected the multifaceted information such as thecontact to the advertisement, the purchasing process, and the lifestyle from the sametarget person [7]. The single source data has the advantage that the relation between thecontact to the advertisement and the purchasing process can be analyzed with a per-sonal base.
In this way, in the single source data, the method of collecting the survey data fromthe same target person is used. By the method, the process of the marketing activitiessuch as the advertisement and the promotion by the companies, and the purchasingprocess of the consumers can be understood. The purchase intention and the purchasesituation for the specific products can be understood in the situation before and afterthe contact to the media. If the companies carry out two or more marketing strategies,the companies are not able to understand each effect. By using the concept of the singlesource data, the effect of the cross media is analyzed. For example, the percentage thatthe consumers who watched the television commercials are led to the Internet com-mercials is analyzed. In addition, it is also possible to compare it with the effect of thecompetitive products.
As a result of the analysis by using the single source data, it becomes possible toclarify the effect that the contact to the advertisement gives to the purchasing process.
2.2 The Single Source Data Used for the Analysis
The single source data that can be used for the analysis was offered from NomuraResearch Institute. The single source data that can be used for the analysis is by thequestionnaire survey. The subjects of the survey are about 3,000 people who live in theKanto area in Japan. The period of the survey is about two months from May 14, 2011to July 9, 2011.
The number of the respondents of the questionnaire survey is shown in the fol-lowing table. The respondents of the questionnaire survey are 3,000 people in total.The respondents of the questionnaire survey can be distinguished each by sample ID.In addition, the demographic attributes of the sex, and the age are understood (Table 1).
The single source data are comprised of three of the media contact situation, theadvertising situation, and the purchasing process situation.
• In the media contact situation, there are the television program watching data, themagazine reading data, the newspaper reading data, the website watching data, andthe retail channel using data.
Table 1. The number of the respondents of the questionnaire survey
• In the advertising situation, there are the magazine commercials advertising situa-tion, the newspaper commercials advertising situation, and the television com-mercials contact frequency.
• In the purchasing process situation, there are the purchasing processes of the drinks,the foods, and the services, etc. (the 200 items in total)
In addition, the website watching data indicates the access number of days to thewebsite. And, the television commercials contact frequency indicates the televisioncommercials frequency of the items that each sample contacted from the start of thequestionnaire survey date (May 14, 2011) until the second survey date.
In the purchasing process situation, the purchase intention and the purchase situ-ation for the specific products (the 200 items in total) can be understood in the situationbefore and after the contact to the media.
The authors analyze by using the single source data that mentioned above.
3 A Consideration of the Target Customers
Before analyzing the synergistic effect in the advertisement, the authors consider thetarget customers for planning the marketing strategy.
3.1 The New Customers and the Repeat Customers
At first, the target customers can be classified in the new customers and the repeatcustomers. If the authors analyze by using the single source data that mentioned above,the authors can understand the purchase intention and the purchase situation for thespecific products in the situation before and after the contact to the media. In otherwords, it can be understood whether the customers have bought the specific productsbefore the contact to the advertisement.
Then, the authors define the new customers and the repeat customers as follows.
• The new customers are the target customers who have not bought the specificproducts before the contact to the advertisement.
• The repeat customers are the target customers who have bought the specificproducts before the contact to the advertisement.
By classifying the target customers in the new customers and the repeat customers, theauthors analyze the effect of the promotion to each target customers.
3.2 The Use Situation of the Internet
In recent years, the companies came to do the advertising activities by using thewebsites of the Internet commercials for the marketing. In the future, it will become apoint how the companies tell the effect of commercial message by using the Internetcommercials.
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Then, The authors analyzed the use intention of the Internet by the distinction of thesex and the age. Specifically, The authors understand whether the customers want towatch the general websites by using the personal computer. The result is shown in thefollowing figure. This indicates the percentage of the respondents who answered thatthey want to watch the general websites by using the personal computer.
It is understood that the use intention of the Internet in 40 s is highest comparedwith other ages. And, the use intention of the Internet in 30 s is the second highest(Fig. 2).
The use intention of the Internet becomes a reference in the following analysis. Forexample, because the use intention of the Internet in 40 s is highest compared withother ages, in the case of the target customers are the 40 s, it will be the most effectiveto use mainly the Internet commercials.
4 An Analysis of the Synergistic Effect Between the TelevisionCommercials and the Internet Commercials
The authors analyze the synergistic effect between the television commercials and theInternet commercials. In this analysis, as the target items, the authors select the “AsahiSuper Dry” and the “Iyemon”.
The “Asahi Super Dry” is the beer sold in Japan. And, the “Iyemon” is the green teasold in Japan. By using the 2 items with different category, the authors analyze eacheffect.
Fig. 2. The use intention of the internet
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4.1 In the Case of the “Asahi Super Dry”
At first, in the case of the “Asahi Super Dry”, the authors analyze the synergistic effectbetween the television commercial and the Internet commercial.
The following figure shows the purchasing process and the contact situation to thetelevision commercial and the Internet commercial. The purchase intention and thepurchase rate are shown separately for the new customers and the repeat customers. Forthe contact situation to the television commercial and the Internet commercial, thecontact to the television commercial in the period of the survey is 3 times or moreconsiders there is the contact to the television commercial. The contact to the Internetcommercial in the period of the survey is once or more considers there is the contact tothe Internet commercial (Fig. 3).
For the new customers, even if there is the contact with both of the televisioncommercial and the Internet commercial, the purchase rate is not rising. This does notmean that there is the synergistic effect. However, for the purchase intention of the newcustomers and the repeat customers, and the purchase rate of the repeat customers,there is the synergistic effect between the television commercial and the Internetcommercial. For example, for the purchase intention of the new customers, it is 28.9 %in contact to only for the television commercial. However, it becomes 43.8 % in contactto both of the television commercial and the Internet commercial.
Fig. 3. The purchasing process of the “Asahi Super Dry”
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4.2 In the Case of the “Iyemon”
Next, in the case of the “Iyemon”, as in the previous analysis, the authors analyze thesynergistic effect between the television commercials and the Internet commercials.The “Iyemon” is a popular item competing for the top in the green tea sold in Japan.
The following figure shows the purchasing process and the contact situation to thetelevision commercial and the Internet commercial. The purchase intention and thepurchase rate are shown separately for the new customers and the repeat customers. Forthe contact situation to the television commercial and the Internet commercial, thecontact to the television commercial in the period of the survey is 3 times or moreconsiders there is the contact to the television commercial. The contact to the Internetcommercial in the period of the survey is once or more considers there is the contact tothe Internet commercial (Fig. 4).
For only the purchase intention of the repeat customers, even if there is the contactto both of the television commercial and the Internet commercial, it is not rising thanthe contact to the television commercial. However, as the figure shows, there is thesynergistic effect except for it.
In the case of the “Iyemon”, it is a point for the acquisition of the new customersthat the contact to both of the television commercial and the Internet commercial.
Fig. 4. The purchasing process of the “Iyemon”
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5 An Analysis of the Percentage that the ConsumersWho Watched the Television Commercials are Ledto the Internet Commercials
The authors analyze the percentage that the consumers who watched the televisioncommercials are led to the Internet commercials.
5.1 The Watching Rate of the Website
At first, the authors analyze the watching rate of the website. In this analysis, as thetarget item, the authors select the “Asahi Super Dry”. The “Asahi Super Dry” is thebeer sold in Japan.
The following figure shows the watching rate of the website of each age. Thewatching rate of the website are shown separately for the contact to the televisioncommercial is 5 times or more, or less than 5 times (Fig. 5).
For the 30 s and the 50 s, the watching rate of the website is higher when thecontact to the television commercial is 5 times or more than less than 5 times. For the20 s, the watching rate of the website is 0.7 % for both of the contact to the televisioncommercial is 5 times or more, and less than 5 times. For the 40 s that the use intentionof the Internet is highest compared with other ages, the watching rate of the website is1.5 % even if the contact to the television commercial is less than 5 times.
Fig. 5. The watching rate of the website
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5.2 The Lead Rate to the Internet Commercial
Next, the authors analyze the lead rate from the television commercial to the Internetcommercial. In this analysis, as the target item, the authors select the “VIERA”. The“VIERA” is the television of Panasonic Corporation sold in Japan.
The following figure shows the percentage that the consumers who watched thetelevision commercial watch the Internet commercial, the contact rate to only thetelevision commercial, and the contact rate to both of the television commercial andthe Internet commercial of each age. If the contact rate to only the television com-mercial, and the contact rate to both of the television commercial and the Internetcommercial are totaled, it is the contact rate to the television commercial. For example,for 50 s in the age, the contact rate to only the television commercial is 89.0 %, thecontact rate to both of the television commercial and the Internet commercial is 7.2 %,the contact rate to the television commercial is 96.2 %, and the percentage the con-sumers who watched the television commercial watch the Internet commercial is 7.5 %(Fig. 6).
For the 50 s, the contact rate to the television commercial, and the percentage thatthe consumers who watched the television commercial watch the Internet commercialare highest compared with other ages. On the contrary, for the 20 s, these values arelowest compared with other ages. In addition, for the 30 s and the 40 s, although thecontact rate to the television commercial is high, the lead rate from the televisioncommercial to the Internet commercial is not so high. At more advanced ages, thecontact rate to the television commercial, and the lead rate to the Internet commercial ishigher.
Fig. 6. The lead rate to the internet commercial
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6 Conclusion
6.1 Conclusion
The authors analyzed the effect of the advertisement and the promotion including thesynergistic effect between the Internet commercials and the mass media such as thetelevision commercials by using the single source data. The purpose of the analysis wasto clarify the effect that the contact to the advertisement gives to the purchasingprocess.
As a result of the analysis, it was clarified that comparatively in many cases, thepurchase intention and the purchase rate were higher when the contact to both ofthe television commercials and the Internet commercials, than the contact to only thetelevision commercials. In other words, as an example of this paper, there is a certaindegree of the synergistic effect between the television commercials and the Internetcommercials.
In addition, the authors analyze the percentage that the consumers who watched thetelevision commercials are led to the Internet commercials. As a result of the analysis, itwas clarified that there was a difference in the watching rate of the website and the leadrate from the television commercials to the Internet commercials in each age.
6.2 Further Research
In this paper, the authors selected the “Asahi Super Dry”, the “Iyemon”, and the“VIERA” as the target items. However, the authors are not able to refer to the specialquality of the target items. For example, the effect will be different at the time of thenew items are released or the time of the items are renewed. It is necessary forthe authors to analyze the effect in consideration of the category and the penetrance ofthe items.
Next, it is for the target customers. In this paper, the authors classified the targetcustomers in the new customers and the repeat customers. In addition, the authorsanalyzed the effect separately for each age. However, it is not able to refer to the annualincome and the lifestyle of the target customers. In addition to these, the variousclassification methods of the target customers can be considered. In this way, it isnecessary for the authors to devise the classification methods of the target customers inthe future.
Finally, it is for the target media. In this paper, as the target media, the authorsselected the television commercials, and the websites of the Internet commercials. Inthe single source data that could be used for the analysis, the contact situation to thenewspaper commercials and the magazine commercials also could be understood,however the authors did not include them in the target media. Moreover, the usesituation of CGM in the companies could not be understood. In the future, it is nec-essary for the authors to consider including the situation of these media in the targetmedia. In addition, for the website watching data, more detailed analysis will becomepossible if not only the number of accesses to the websites but the watching time at thetime of the access to the websites and the number of watching of each pages can beunderstood.
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